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Identity Theft

... to plan regular “date nights” (without their children); given the high cost of a babysitter, this is not without additional strain on the family, but it demonstrates Y parents’ determination to carve out pockets of time and headspace for their various selves. OUTSOURCEDEven as Y parents share parenting and household responsibilities more than previous generations did, mothers are still accountable for the majority of tasks and chores. While the push for gender equality at home persists, the ...

Cashless Is King

... their spending digital (whether that be bytes or plastic), they know exactly how much they’ve spent and how much they have left. This desire to have an instant read of their balances has even spawned new credit cards that, with a press of a button on the face of the card, reveals one’s current balance in a small digital display (see examples). Money management must become on-demand and instantly accessible, like so many other services to which young consumers are gravitating; this is their new ...

The Omniculturals

... led to the discovery of universal values and interests, which connect GYs on a deeply personal level. In this light, Omniculturalism is, at its core, about recognizing the similarities among people, rather than focusing on their differences. For global marketers, this means that it is more important than ever to focus on what connects us and brings us together, rather than what separates us. The rise of Omnicultural marketing has been demonstrated recently by the launch of several first-ever ...

No Joy in Division

... , brands can bridge the divide by educating youth on a certain topic at large. This way, consumers of an opposing side won’t be segregated and all who wish to can gain a deeper understanding of the issue.TURNING A CORNER WITH COVID-19While polarization characterizes modern society, the dawn of the Covid-19 crisis is quickly rallying citizens to come together with civility. This pandemic is unlike anything modern youth have ever encountered, but they, along with the entirety of society, are all ...

The Community Well

... passionate about the subject are no longer isolated or judged, as was often the case for individuals in previous generations—consider the negativity of being labeled a “gym rat,” “health nut,” or “spirit junkie.” Today, these terms aren’t nearly as offensive since taking part in wellness is now a common way to connect with like-minded individuals. Indeed, much of the reason that Ys are embracing fitness so enthusiastically is that it forges bonds. Collaborative by nature, this generation longs for the ...

DND (Do Not Distress)

... . For Zs, who have never known a time when socializing wasn't this way, this inherent need to stay connected is especially pronounced and even affects their ability to get a good night's sleep (see The Young & The Restless). Today there is just too much going on...information overload everywhere. Work emails, personal emails, Facebook, texts, missed calls, Meetup events, social calendar, etc. It's just too much sometimes.JORDAN, 32, D.C.I used to use social media a lot and I found myself having to ...

Multigenerational Marketing Tips

... . Today's informed consumers are accustomed to doing their research before making a purchase; brands can ease this legwork and make consumers confident in their decision-making by demonstrating how to use their offerings. Consider creating content specifically for the purpose of teaching consumers about your product, as well as demonstrating this in-person, whether through try-before-you-buy initiatives, expert sessions with sales associates, or classes and workshops. Brands that don't have a permanent ...

Influencer Marketing Tips

... ), indicating that this channel stands to grow even further among the general population of youth. What’s more, just over half of Trendsetters in the U.S. and UK (54% and 52%, respectively) follow influencers specifically to discover new brands, demonstrating that influencers can be a dependable channel for brand discovery. These factors make it imperative for a brand to include influencers as part of its well-rounded marketing strategy. But the space is nebulous, and the pitfalls—especially when it ...

The Real Story

... her family sinks into poverty and the other is a disabled veteran just returned home from the Middle East.Mosquitoland by David ArnoldA modernized road trip story, this novel shares Mim Malone’s journey from her father’s home in Mississipi to see her sick mother in Ohio. The tale takes several twists and turns as the author addresses several issues that have become particularly poignant to Zs, including mental illness, sexual assault, and sexual identity.The Start of Me and You by Emery LordDeath ...